Lord Sandwich, a shaggy Goldendoodle who helped transform a small Healdsburg winery into an international community — and inspired the donation of more than 60,000 pairs of socks — died on Feb. 10. He was 13.
In Sonoma County, where winery dogs are common, Lord Sandwich was something rarer: a canine narrator whose voice, rendered on Instagram, turned everyday life into connection.
“Every single time somebody said his name, they said it with a smile,” said Alison Smith Story, co-founder of Smith Story Wine Cellars. “He was put on this planet to do something bigger than just be a dog.”
Years earlier, Smith Story began posting reflections in Sandwich’s voice, dispatches about butter and “pizza bones” (pizza crusts), long days in the car delivering wine and her own battle with breast cancer. The posts were playful and unpolished, chronicling the uncertainties of building a family winery from the ground up. They found an audience of more than 70,000.
When the family announced his death on Tuesday, thousands of messages poured in from around the world.
“You brought so much joy, comfort and pure love everywhere you went, and we were better because of you,” one woman wrote on Instagram.
“I think there were thousands that felt like Sandwich was also part of their family. What a special boy,” another wrote.
Fondness for stealing socks became good cause
What began as a lighthearted social media account evolved into something more tangible. Socks for Sandwich, a nonprofit inspired by the dog’s fondness for stealing socks, urged followers to donate new pairs to people in need. “Giving is fun,” the account would remind readers. “Don’t eat the socks.” Volunteer “sock drawer captains” now help distribute donations worldwide.
“We stopped counting, but we’ve given over 60,000 pairs of socks because of this sweet guy,” Smith Story said. “We had no idea that this dog would be such a connector for our own family business and to help us with the charity.”
A media darling
Sandwich had his own wine label, and more than half of the winery’s club members first discovered Smith Story Wine Cellars through him, according to the family. Admirers traveled from across the country and beyond to meet the dog they knew online. He was featured in The Washington Post, Garden & Gun and The Press Democrat. In May, more than 100 dogs and their owners gathered at the winery to celebrate his 13th birthday.
On Thursday morning, a social media post appeared: a letter from Sandwich to his younger Goldendoodle brother, Sir Royal Soup, passing along advice with characteristic wit. “Cheers to meeting the nicest people and loads of dogs!” the post read. “Make sure they buy wine though, this is how the humans pay the bills!”
There were practical reminders, too, including how to angle for extra treats, and why long tails and wine glasses do not mix.
“We have a heart full of gratitude, not a heart full of sadness,” Smith Story said. “What this dog has given to us and the world — we are astonished. We just have to lean into that gratitude to get us through this.”